MCM #321: The painful reality of how brands use SMS…and it isn’t pretty

Mobile Commerce Minute Episode #321:

SMS isn’t dead, it is just widely misused. This according to a Hipcricket study. The results show the disconnect between the use and value of SMS as part of the marketing mix. Done properly, text messaging will be the retailers greatest ally. Done improperly, text messages become their greatest enemy. The simple truth is that if a message doesn’t offer value, is not relevant and is too intrusive, it is not just disregarded it will harm the perception of the brand.

SMS isn’t dead, it is just widely misused. This according to a Hipcricket study. The results show the disconnect between the use and value of SMS as part of the marketing mix. Done properly, text messaging will be the retailers greatest ally. Done improperly, text messages become their greatest enemy. The simple truth is that if a message doesn’t offer value, is not relevant and is too intrusive, it is not just disregarded it will harm the perception of the brand.

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About the author

Rob Woodbridge

I'm Rob, the founder of UNTETHER.tv and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.